Mobile Marketing 2013 - What, Why and How

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Mobile Marketing - What's hot for 2013?

Read more to find out quick wins that can be implemented and for a stronger grasp on how important mobile marketing is for your business!

With mobile traffic worldwide growing by 70% in the last year, 40% of emails being opened on mobile and 20% of all searches conducted through mobile devices, it has never been more important to ensure your marketing is optimised for the mobile user.

But where do you start? What's the difference between mobile apps and mobile sites? What is right for your company? How much will it cost and will it be worth the investment?

This presentation is from the Bucks Business Breakfast seminar in High Wycombe, April 2013 aiming to tackle these questions and give attendees a firm understanding of how mobile works in tandem with search engine, email, social, video marketing and more.

3seven9 are a design and marketing agency. We have been creating innovative web solutions and interactive marketing campaigns since 1995. We work across multi-sectors, in B2B and B2C markets and we're proud of what we do.
Meeting your business needs is not good enough. We want to do so in a manner that pushes creative boundaries and explores new technology, getting underneath the needs of your customer to make your presence work not only for you, but also for them.

When you come to us with a challenge, we will work with you to uncover which combination of our services will integrate to meet your business needs and project expectations. Each project is afforded the same strategic approach, swift delivery but with highly flexible deliverables.

Specialties
Website design, Web applications, Integrated social strategy, SEO, PPC, Email marketing, Responsive sites, Social segmentation reports, Brand design, Content platforms, Integrated marketing, Multichannel marketing, Print collateral, Brand design, Content marketing

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  • UK FocusedPrivate Sector of the businessGive Steria UK a Social Media framework and ongoing engagement supportOutline metrics to determine the success of the campaignPRESENTATIONthe Goals for undertaking this.what your competitors are doing.how we will develop a strategy and a range of solutions to deliver it.what we expect success to look it.what budgets should you plan for.
  • The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”To “engage” means to “start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and advertising and their related technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing more than 40 countries around the globe, include all members of the mobile media ecosystem http://www.mmaglobal.com/news/mma-updates-definition-mobile-marketing
  • Comscore, O2, Vodaphone, EE, 35,000 mobile phone owners, over 3 month
  • Device Share of Page Views in UKMobiles and Tablets are Rapidly Gaining on PC for Content Consumption
  • 47% over 45 years old
  • P 17 of mobile sophistication and strategyNative apps are viewed as more valuable to marketers than the users of mobile sites, at least for now.  Despite that, nearly 40% see the industry moving quickly toward mobile sites and hybrid apps.  On a positive note, more agency respondents see the mobile customer experience as generally satisfactory than those that don’t.  There’s no disagreement on mobile visitor behavior; it’s different and marketers need to understand exactly how those differences manifest for their products and channels.
  • P 17 of mobile sophistication and strategyNative apps are viewed as more valuable to marketers than the users of mobile sites, at least for now.  Despite that, nearly 40% see the industry moving quickly toward mobile sites and hybrid apps.  On a positive note, more agency respondents see the mobile customer experience as generally satisfactory than those that don’t.  There’s no disagreement on mobile visitor behavior; it’s different and marketers need to understand exactly how those differences manifest for their products and channels.
  • p25
  • P11 of econsultancy mobile sophistication and strategyBusiness-to-business companies tend to follow the mold of the mainstream, citing the need to stay competitive and build engagement as the top goals for their mobile programs. Consumer marketers cite customer acquisition first but also hold brand engagement as their second most important goal.
  • P11 of econsultancy mobile sophistication and strategy
  • Return Path 1.8 billion data points from april 2012 to october 2012 http://www.returnpath.com/wp-content/uploads/resource/email-mostly-mobile/Return-Path-Email-Mostly-Mobile1.jpg
  • http://www.emarketer.com/Article/Social-Marketers-Dive-Mobile/1009591http://www.entrepreneur.com/article/226200
  • In a Forbes study, it was found that: three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly. It’s been shown that videos can increase the number of business profile clicks by more than 30%, business calls by 18%, website visits by 55%, incidence of purchase by 24%, according to a report by PRWeb. 52% of B2B marketers are now using video, a 27% increase over 2011, said Business2Community People were over 2x more likely to visit a site upon seeing a video than control subjects who had not watched the video in a comScore study, reported wooshi. Dr. James McQuivey of Forrester Research says a minute of video is worth 1.8 million words, on invodo Videos are 53 times more likely than text pages to show up on the first page of search results, GIGAmon describes.  http://www.magnetvideo.com/content/5+reasons+video+is+the+ideal+mobile+marketing+tool/122065
  • Marketing Sherpa – August 2012 More than 1,300 companies surveyed
  • http://www.distilled.net/blog/mobile/tracking-mobile-visitors-in-google-analytics-a-checklist-guide-for-mobile-insights/
  • http://www.entrepreneur.com/article/224523
  • These metrics enable us to answer major questions about our site and our mobile strategy, including:Who are our mobile visitors? (mobile report)What are mobile users looking for? (keywords)Are they having trouble finding it? (landing page bounce rates, average time on page, page depth)Are certain campaigns/pages better for mobile users? (mobile vs desktop conversions)Is our site structure and information architecture mobile-friendly? (site search, goal flow, page depth, average time on page, conversions, site speed)Should we optimise for separate mobile keywords? (keywords report – with device or screen resolution as a secondary dimension)Does my site load fast enough to prevent users from bouncing? (site speed)Is my site navigation easy to use on a mobile device? (landing page bounce rate)Are we using the best mobile-friendly approach (i.e., responsive design vs separate URL)? (all of the above)Are users behaving differently on mobile devices than on PCs? (all of the above)Are my calls-to-action – content and/or placement – still effective when viewed on a mobile? (mobile vs desktop conversions, responsive click tracking)
  • Mobile Marketing 2013 - What, Why and How

    1. 1. Mobile Marketing 2013What, why & howBucks Business Breakfast 19th April 20133seven9 Agency
    2. 2. ContentsWhat is Mobile Marketing?How important is it in the UK?Businesses and Mobile MarketingMobile Marketing IntegrationQuick Wins
    3. 3. Who are 3seven9 Agency?Established October 1995Full service, fully integrated design and marketingagencySuccessfully creating innovative connections toyour customers and providing ROI throughoutServices includeBrand designWebsite/Apps design/buildMarketing: social, email, SEO, PPC, VideoBackground in working with range of Blue-chip B2Band B2C Tech companies (Telstra, Nokia, Oracle)
    4. 4. So what is mobile marketing?Mobile Marketing is a set of practicesthat enables organisations tocommunicate and engage with theiraudience in an interactive and relevantmanner through any mobile device ornetwork.- Mobile Marketing Association“”
    5. 5. How importantis mobilemarketing in theUK?
    6. 6. 1/3 of all internet page views in the UK werecompleted through mobile devices.It’s very important!
    7. 7. Breakdown of European mobile phone users
    8. 8. How old are mobile device owners
    9. 9. Breakdown of European Smartphone usage
    10. 10. UK Smartphone audience is 31.7 million13-179%18-2415%35-3422%35-4419%45-5416%55+19%51% 49%
    11. 11. Smartphone penetration increased in 2012
    12. 12. Tablets are not going anywhere
    13. 13. Businesses and mobile marketing
    14. 14. Mobile marketing spend will increase in 2013
    15. 15. The evolution of mobile marketing
    16. 16. Mobile marketing is not successfully measured
    17. 17. Where to begin with yourmobile marketing?
    18. 18. Start with your business objectivesRanking Goal1 Brand engagement and loyalty2 Needed to stay competitive3 Acquire new customers4 New revenue stream5 Cost deflection
    19. 19. Why use one over the other?MobileAppMobileWebCan work well as a clientretention tool Stronger at driving call to actionthrough push messaging Ideal for digitalcoupons, special user events andoffers Good for engaging newprospects Cheaper and quicker to market Provide an additional touch point
    20. 20. Decide where you want to focus:
    21. 21. Mobile web
    22. 22. Mobile Web: The options...MobileWeb1) Separate mobile websites2) Responsive websites
    23. 23. Responsive websitesLaptop viewNavigation (1) and Sectors (2)are in one format for the typicaluser (laptop/desktop).Smartphone viewResponsive design takes the Navigationand Sector callouts and formats itautomatically to give easy access for themobile user).12Visit www.kingstonsmith.co.uk and shrinkyour browser to see what responsive designis for yourself.
    24. 24. Mobile apps
    25. 25. One app vs many operating systems!YourApp
    26. 26. Which operating system should you focuson?
    27. 27. When to choose the mobile web vs apps?
    28. 28. Cost of Mobile web vs Mobile Apps
    29. 29. How much does mobile web cost?LOT of variables1. How many different types ofcontent to be rearranged2. How extensive are the designdifferencesAdditional budget: 10-30%Additional 10-30% extra visitorsand conversions to justify spend.
    30. 30. How much can an app cost?LOT of variablesApp Design: £6kServer side Development: £3-6kApp Development: £6-12kPM & Debugging: £5kTOTAL: £20-29kIf each visitor value is £100 290 visitors to break even.
    31. 31. What is the effect of doing it?
    32. 32. 3seven9’s mobile situationMobile traffic in 2012 was 10%Increased to 15% in 2013Decided to incorporate responsiveweb design into rebranded website inFebruary 2013ResultsPage views increased 61%Average visit duration increased 269%Bounce rate decreased 31%
    33. 33. Integrating Mobile into Online Marketing
    34. 34. Email and Mobile Marketing
    35. 35. Email and mobile marketing62% of the UK check their email onmobile devicesFrontload content – 80 charactersPotential results of optimisation:21-25% increase in CTR15-17% increase in open ratePhysically walk through the emailmailshot process!
    36. 36. Social and Mobile Marketing
    37. 37. Social and mobile are intrinsically linked
    38. 38. Social media and mobile marketingHave a single goal in mind for eachchannelOptimise each social presence formobile (e.g. Facebook apps)Time your mobile focused postsFavour image and location basedmarketingUse mobile apps to manage youraccount and activity
    39. 39. Video and Mobile Marketing
    40. 40. 2012 was the year of mobile video growthIncreased from 4m to 11m viewers in 2012
    41. 41. The power of business video marketing75% of senior executives watch work-related videos on business-relatedwebsites at least weeklyCan increase the number of business profile clicksby more than 30%, business calls by 18%, website visits by 55%52% of B2B marketers used video in 2012, a 27% increase over 2011People were over 2x more likely to visit a site upon seeing a videoVideos are 53 times more likely than text pages to show up on thefirst page of search results
    42. 42. Prioritise video in your mobile optimised site.60% found “including video content” as a highly effective tactic thatis not very difficult to implement, yet only 35% do it.
    43. 43. Mobile and B2B video marketingHempsons SolicitorsCreated series of videos on legalpitfalls of NHS changeshttp://www.youtube.com/user/Hempsons+200 views since April 2nd+240 minutes footage viewed23% were on mobile devices(1 hour of Hempsons’ marketing wasviewed on mobile devices).
    44. 44. Advertising and Mobile Marketing
    45. 45. Mobile offers a high variety of advert models
    46. 46. SearchWhat do mobile adverts look like?Display
    47. 47. How to integrate mobile into advertisingLocalise your mobile adsDefine your conversion actions(call, short form, event register)Optimise your landing pageTime your adverts to mobileusageStart with Google Adwords
    48. 48. Mobile Marketing Quick Wins
    49. 49. Align your mobile marketing against the day
    50. 50. Who are our mobile visitors? (<15%)What are mobile users looking for? (keywords)Are they having trouble finding it? (bounce rates, time, page depth)Are certain campaigns/pages better for mobile users?Is our site structure mobile-friendly? (site search, goal flow, pagedepth, average time on page, conversions, site speed)Does my site load fast enough to prevent users from bouncing?Is my site navigation easy to use on a mobile device? (bounce rate)Are we using the best mobile-friendly approach (responsive/app etc)Are users behaving differently on mobile devices than on PCs?Are my calls-to-action and content – still effective on mobile?Questions to guide your mobile strategy(Main data taken from comScore 2013 and 2012 mobile reports and relevant Econsultancy reports.Further details can be provided upon request).
    51. 51. To find out more ways to improve your marketing,please visit our blog: http://3seven9.com/we-say/?c=BCIf you have any questions please find me here:uk.linkedin.com/in/thedavewood/+44 1344 667 418david.wood@3seven9.comwww.3seven9.com

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